You may have noticed Kate Hudson is not appearing in as many movies in recent years. That is because she has found a new endeavor to take up her time, Fabletics, the activewear company she helped found in 2013. The innovative company has made waves in the e-commerce fashion world since its inception by being one of the few companies to take a dent out of Amazon’s portion of the market share.
Quality Products at a Great Price
Part of Fabletics success is because it supplies a great product at a great price. The leggings are very affordable and people love them, meaning they are telling their friends to buy them and join in the innovative purchasing process. This quality is apparent in the other products offered as well.
Subscription Based Buying
Subscription-based companies are nothing new, but it is a new practice in the fashion world. Taking a page out of the book of companies in the cuisine and entertainment world, Fabletics decided to offer its clothing via subscription, and it has paid off in a big way. The company has seen 35% annual growth since its founding. A subscription ensures that the customer will return for their next purchase if they liked the product because of the convenience.
They Do Retail Too
The company has been successful enough online to make the plunge into selling in physical stores. Some would say that this is a risk. It probably is a risk for a company that isn’t as innovative and forward-thinking as Fabletics.
The retail stores are completely integrated with the online subscription process, making it simple for members to come in and check out products before they buy them online. It even gives them the ability to place them in their cart and purchase them on the computer when they get home.
Integrating the retail stores completely with the online shopping portion of the business has been a source of success. In fact, more stores are opening up across the country soon. This is much different than the current trend of closing retail stores and focusing on e-commerce sales.
Fabletics Uses Data In Unique Ways
Fabletics has also found an innovative way to utilize online data. Most companies do so, but Hudson and her team do it in a more localized manner. Consumer data in the region around the store guides what is put on the shelves. This eliminates products sitting and taking up space while not selling, a huge problem for retail fashion companies. It also helps attract new customers. It stands to reason that, if current members in an area like something, prospective members will like the produts. A huge source of success has been the company’s ability to ulitize data in a fresh and efficient way on a store by store basis.
The elements that make up the success of Fabletics are simple, offer up a quality product in an innovative way. It seems simple enough, but it is easier said than done. Fabletics has done it so well that they are getting their fair share of the e-commerce fashion market from Amazon.